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IMPLEMENTING SOCIAL MEDIA
FOR BUSINESS Andrew Chow
ANDREW CHOW
Founded
Ideamart (S) Pte Ltd since 1994 . Ideas & Concepts since 2002
Table For Six since 2008
Education
Thames Valley University, UK
Membership
SACEOS member 2004
Business Awards
STB Business Award – Most Innovative Marketing Initiative award 2007
Spirit of Enterprise 2008
Successful Entrepreneur 2010
Certification
NLP Practitioner
Certified Life Coach
Forte
PR Strategic Counsel, Implementation & Monitoring
Social Networking / Social Media Strategy
Brand Management Consultancy
Personal Branding
Professional Affiliation
Approved NCSS Training Provider
WDA ACTA-certified
SOCIAL MEDIA
Social Networking
Facebook - http://www.facebook.com/#!/AndrewChowKokWah
Plaxo http://ideasandrew.myplaxo.com/
Linkedin - http://sg.linkedin.com/in/ideasandrew
Social Media Sharing
Flickr Collection - http://www.flickr.com/photos/ideasandrew/
Youtube Channel - http://www.youtube.com/user/ideasandrew
Slideshare - http://www.slideshare.net/ideasandrew
Podomatic - http://ideasandrew.podomatic.com
Social Blogging / Micro-blogging
Twitter - http://twitter.com/Ideasandrew
Wordpress – www.andrewchow.sg
Social Collaboration
Wikipedia - http://en.wikipedia.org/wiki/User:Ideasandrew
Meet up - http://www.meetup.com/members/11966314/
QUICK RECAP OF
“EXPLORING SOCIAL MEDIA FOR
BUSINESS”
CONTENT
CONVERSATION
COMMUNITY
PLATFORMS
TOOLS
METRICS
APPLICATION
OVERALL
WHY CHANGE?
(WHY IMPLEMENT SOCIAL MEDIA?)
The World has changed
New Economy
Thinking “GREEN”
Global Citizenship
Dependency on Technology
Proliferation of media
Choices
YOUR COMPANY HAS CHANGED
Outsourcing of jobs
Smaller budget
More accountability
Less fun
More demanding customers
Lower risk tolerance
Everything is moving faster
Small staff strength
THE CUSTOMER HAS CHANGED
More online channel choices
Comparison shopping
Less spending power
Increased mobile communications
Searching for value
More prone to others’ opinion
Less trust in government campaign and
business advertising
Less loyalty
More fear
They talk to each other
SOCIAL MEDIA STRATEGY MAP Workshop Time!
8-STEP STRATEGY MAP
Target Audience(s)
Objective(s)
Integration
Culture Change
Capacity
Tools & Tactics
Measurement
Experiment
SOCIAL MEDIA STRATEGY MAP
Who do you want to reach with your
new media efforts to meet your
objective?
What does your target audience know
or believe about your organization?
What key points do you want to make
with your audience?
What new media tools are they
currently using?
1. TARGET AUDIENCE(S)
What do you want to do?
Marketing
Public Relations
Customer Service
Monitoring
Research
Branding
New business
New Customers
2. OBJECTIVE(S)
S.M.A.R.T
Specific
Measurable
Attainable
Realistic
Time-based
How will your new media strategy support and
enhance your existing Internet strategy (if you have
one)?
3. INTEGRATION
Website
SEO
Google Analytics
CRM
Lead/Prospect
How will you get your organization to embrace
your new media strategy? (Training?)
Can you think of any internal champions (CEO?)
to drive it forward?
How will you address any fears or concerns?
(who decides what info to be on Social Media?)
What is the rate of change your company can
tolerate?
4. CULTURE CHANGE
Who will implement your organization’s new
media strategy? (not just IT or Marketing)
How much time do you allocate per week to
your strategy?
Do you need any outside expertise to help
implement your strategy?
Will your content updates depend on any other
resource or person?
5. CAPACITY
What tactics and tools best support your
objectives and match your targeted
audience?
What tactics and tools do you have the
capacity to implement?
6. TOOLS AND TACTICS
What hard data points or metrics will you use to track
your objectives?
How often will you track?
Do you have the systems and tools set up to track
efficiently?
7. MEASUREMENT
What small piece can you implement first as a pilot
run?
8. EXPERIMENT
Before After
What did you plan to do? What actually happened
What do you think would be
the
Result?
How could your results have
been improved?
What did your audience
think?
What will you do differently in
the next run?
SOCIAL MEDIA RESPONSE
STRATEGY MAP
SOCIAL MEDIA POLICY
AND GUIDELINES
Purpose
Scope
Disclaimer
Personal Use
Values
Internal Moderation
SOCIAL MEDIA READINESS
ASSESSMENT
SENIOR MANAGEMENT
SUPPORT
interested in leveraging Social Media as a new marketing
channel
understands that Social Media is a long term priority
prepared to contribute to social media content
development
interested in taking the feedback from customer views
and other data to make changes in the organization
willing to provide the resources necessary in order to
get the social media program off the ground
SOCIAL MEDIA KNOWLEDGE
which social media channels are available and which are the best fit for our organization
solid understanding of how our employees and executives are currently using Social Media
read industry-based reports and benchmarking studies on Social Media
attended conferences and networked with colleagues to gain a better understanding of how they plan on implementation
joined Social Media peer groups to learn more about how we can leverage Social Media
subscribe to Mashable or other Social Media educational sites
CUSTOMER ENGAGEMENT Dedicated online community groups exist for our
customer
a company profile on Social Media networking
sites such as LinkedIn, Facebook, etc.
Our subscriber list is growing among the various
forms of Social Media currently being used
regularly contribute to online discussions
know if our audiences tone is positive, neutral, or
negative on 3rd party sites
Our audience (customers, prospects, etc)
regularly make comments on our postings
COMPETITIVE INSIGHT
audited our top competitors online strategy,
evaluated their maturity and have a basic idea of
what they are doing with Social Media
regularly track our competitors (# of Blog
Postings, Comments, Twitter Followers,
Facebook Group Members, etc.)
monitor competitive social media changes and
updates daily
provide competitive positioning information to
our product management group
joined our competitors online community and
networking groups
STAFF & RESOURCES
defined roles and responsibilities for people in our organization who are involved with Social Media
dedicated internal point person to manage our Social Media program
consulted with Social Media experts to ensure our programs success
an industry thought leader who contributes to our blog postings
consulted with our IT department to get their input on technology selections
developed and provided a training program to employees and contractors
PLAN & CHANNEL
created and presented a social media channel map
which highlights how we will use Social Media
a defined strategy with clear objectives, targets,
initiatives and measures
analyzed and prioritized our Social Media channel
options and have consensus on which opportunities
pursue first
evaluated and selected technology solutions for
implementing our Social Media program
developed a project plan with timelines, deliverables
and milestones
communicated our Social Media plan to our
employees
PROCESS DOCUMENTATION
incorporated and integrated Social Media into
our normal marketing mix
developed a calendar for selecting topics and
organizing Social Media communications
defined the frequency for updating our Social
Media channels
regularly scheduled meeting to discuss our Social
Media program
GOVERNANCE &
MEASUREMENT a policy to govern the use of Social Media with
our employees, contractors, prospects and
customers
a dashboard to report on our top Social Media
metrics
communicate the results of our Social Media
program to Senior Management on a regular
basis
documented the Terms of Use and Privacy Policy
for the Social Media applications that we provide
SOCIAL MEDIA READINESS ASSESSMENT
Weighting
different category means differently to different
companies
Total = 100%
Assessment
5 – strongly agree
1 – strongly disagree
Score
Category = % of Weighting x Assessment
Overall = Total of 8 categories
SME INFOCOMM RESOURCE CENTRE
SOCIAL MEDIA COMPETENCY ROADMAP
Readiness
Assessment
Seminars
General
(2)
Job Functions
(3)
Industry
(3)
Consultation
(1)
SIRC
Seminars, Training and Consultation
SOCIAL MEDIA COMPETENCY ROADMAP
General Basic Course : Exploring Social Media for Business
Duration : 1 day
Outline :
Overview of Social Media
Basic platforms
Advanced platforms
Current Application of Social Media
SOCIAL MEDIA COMPETENCY ROADMAP
General Intermediate Course : Implementing Social Media for
business
Duration : 1 day
Outline :
Social Media Strategy Map
Social Media Response Map
Social Media Guidelines and Policy
Social Media Risk Assessment
SOCIAL MEDIA COMPETENCY ROADMAP
Industry Master Class: Social Media for B2B Business
Duration : 1 day
Outline :
Defining Your B2B Social Media Strategy
16 best practices of corporate blogging for B2B
13 Corporate Marketing lessons
SOCIAL MEDIA COMPETENCY ROADMAP
Industry Master Class: Social Media for Retail Business
Food & Beverage, Retail, FMCG, Heartland Micro-
business
Duration : 1 day
Outline :
Case studies of Success Retailers on Social Media
Loyalty programs through Facebook application
Working alongside with “Groupon” systems
Location-based marketing (Foursquare)
Leveraging on customers’ social network
Develop social network and mobile apps
Managing conversational marketing
Creating user-generated content
SOCIAL MEDIA COMPETENCY ROADMAP
Industry Master Class: Social Media for Hospitality Industry
Hotels, Attraction, Integrated resorts, Travel, MICE
Duration : 1 day
Outline :
Create original customer story
Harassing content from other online sources
personalising corporate social media accounts
Embracing the social media culture
Integrate social media into online booking
Conversion of positive feedback into guest blogging
Develop social brand ambassadors through existing
loyalty programs
SOCIAL MEDIA COMPETENCY ROADMAP
Job Functions Master Class: Social Media Public Relations & Crisis
Management
Duration : 1 day
Outline :
Developing positive relationship with journalists on social
media
Master the art of creative pitching
Using social media as an alternative to press release
Overview of crisis management
10 Most commonly asked questions
Establish the SOP by experience
Nurturing of brand ambassadors for social media
SOCIAL MEDIA COMPETENCY ROADMAP
Job Function Master Class: Branding & Customer Service via Social
Media
Duration : 1 day
Outline :
How social media help your brand audit
Platforms and style of conversation to consolidate your
position
Brand communication : an organisation responsibility on
social media
Integrating customer service into social media marketing
Customer Service Case Studies
Best practices of online Customer Service
The future of customer service on social media
SOCIAL MEDIA COMPETENCY ROADMAP
Job Function Master Class: Managing Social Media impact for HR
Professional
Duration : 1 day
Outline :
Developing company usage policy
Use Linkedin for recruitment
Using Slideshare and proprofs for training and
development
Internal communication as a branding tool
Crafting job description for social media role
UPCOMING COURSES
3 Oct : Exploring Social Media Strategy
12 Oct : Social Media for B2B
31 Oct : Implementing Social Media Strategy
1 Nov : Exploring Social Media Strategy
22 Nov : Implementing Social Media Strategy
28 Nov : Social Media for Retail
WHAT DO WE HAVE FOR YOU
TODAY?
Book : 88 Essential Secrets
DVD : Master the Art of
Managing the Media
Pre Order : Social Media 247
Q & A Thanks you very much
